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Prada stores carry a few obscenely expensive items in order to boost sales for everything else (which look like bargains in comparison). People used to download music for free, then Steve Jobs convinced them to pay. How? By charging 99 cents. That price has a hypnotic effect: the profit margin of the 99 Cents Only store is twice that of Wal-Mart. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the "same"? The answer is simple: prices are a collective hallucination.
In Priceless, the bestselling author William Poundstone reveals the hidden psychology of value. In psychological experiments, people are unable to estimate "fair" prices accurately and are strongly influenced by the unconscious, irrational, and politically incorrect. It hasn't taken long for marketers to apply these findings. "Price consultants" advise retailers on how to convince consumers to pay more for less, and negotiation coaches offer similar advice for businesspeople cutting deals. The new psychology of price dictates the design of price tags, menus, rebates, "sale" ads, cell phone plans, supermarket aisles, real estate offers, wage packages, tort demands, and corporate buyouts. Prices are the most pervasive hidden persuaders of all. Rooted in the emerging field of behavioral decision theory, Priceless should prove indispensable to anyone who negotiates.
Stephen Macknik and Susana Martinez-Conde, the founders of the exciting new discipline of neuromagic, have convinced some of the world's greatest magicians to allow scientists to study their techniques for tricking the brain. The implications of neuromagic go beyond illuminating our behavior; early research points to new approaches for everything from the diagnosis of autism to marketing techniques and education. Fun and accessible, Sleights of Mind is "a tour through consciousness, attention, and deception via the marriage of professional magic and cognitive neuroscience" (Vanessa Schipani, The Scientist).
"Know thyself," a precept as old as Socrates, is still good advice. But is introspection the best path to self-knowledge? What are we trying to discover, anyway? In an eye-opening tour of the unconscious, as contemporary psychological science has redefined it, Timothy D. Wilson introduces us to a hidden mental world of judgments, feelings, and motives that introspection may never show us.
This is not your psychoanalyst's unconscious. The adaptive unconscious that empirical psychology has revealed, and that Wilson describes, is much more than a repository of primitive drives and conflict-ridden memories. It is a set of pervasive, sophisticated mental processes that size up our worlds, set goals, and initiate action, all while we are consciously thinking about something else.
If we don't know ourselves--our potentials, feelings, or motives--it is most often, Wilson tells us, because we have developed a plausible story about ourselves that is out of touch with our adaptive unconscious. Citing evidence that too much introspection can actually do damage, Wilson makes the case for better ways of discovering our unconscious selves. If you want to know who you are or what you feel or what you're like, Wilson advises, pay attention to what you actually do and what other people think about you. Showing us an unconscious more powerful than Freud's, and even more pervasive in our daily life, Strangers to Ourselves marks a revolution in how we know ourselves.
An "entertaining and engaging" exploration of the invisible forces influencing your life-and how understanding them can improve everything you do.
The world around you is pulling your strings, shaping your innermost instincts and your most private thoughts. And you don't even realize it.
Every day and in all walks of life, we overlook the enormous power of situations, of context in our lives. That's a mistake, says Sam Sommers in his provocative new book. Just as a museum visitor neglects to notice the frames around paintings, so do people miss the influence of ordinary situations on the way they think and act. But frames- situations- do matter. Your experience viewing the paintings wouldn't be the same without them. The same is true for human nature.
In Situations Matter, Sommers argues that by understanding the powerful influence that context has in our lives and using this knowledge to rethink how we see the world, we can be more effective at work, at home, and in daily interactions with others. He describes the pitfalls to avoid and offers insights into making better decisions and smarter observations about the world around us.
Have you ever wondered why a trumpeter of family values would suddenly turn around and cheat on his wife? Why jealousy would send an otherwise level-headed person into a violent rage? What could drive a person to blow a family fortune at the blackjack tables? Or have you ever pondered what might make Mr. Right leave his beloved at the altar, why hypocrisy seems to be rampant, or even why, every once in awhile, even you are secretly tempted, to lie, cheat, or steal (or, conversely, help someone you never even met)? This book answers these questions and more, and in doing so, turns the prevailing wisdom about who we are upside down. Our character, argue psychologists DeSteno and Valdesolo, isn't a stable set of traits, but rather a shifting state that is subject to the constant push and pull of hidden mechanisms in our mind. And it's the battle between these dueling psychological forces that determine how we act at any given point in time. Drawing on the surprising results of the clever experiments concocted in their own laboratory, DeSteno and Valdesolo shed new scientific light on so many of the puzzling behaviors that regularly grace the headlines. For example, you'll learn: • Why Tiger Woods just couldn't resist the allure of his mistresses even though he had a picture-perfect family at home. And why no one, including those who knew him best, ever saw it coming. • Why even the shrewdest of investors can be tempted to gamble their fortunes away (and why risky financial behavior is driven by the same mechanisms that compel us to root for the underdog in sports). • Why Eliot Spitzer, who made a career of crusading against prostitution, turned out to be one of the most famous johns of all time. • Why Mel Gibson, a noted philanthropist and devout Catholic, has been repeatedly caught spewing racist rants, even though close friends say he doesn't have a racist bone in his body. • And why any of us is capable of doing the same, whether we believe it or not!
A surprising look at the hidden forces driving the saint and sinner lurking in us all, Out of Character reveals why human behavior is so much more unpredictable than we ever realized.
Hidden somewhere, in nearly every major city in the world, is an underground seduction lair. And in these lairs, men trade the most devastatingly effective techniques ever invented to charm women. This is not fiction. These men really exist. They live together in houses known as Projects. And Neil Strauss, the bestselling author, spent two years living among them, using the pseudonym Style to protect his real-life identity. The result is one of the most explosive and controversial books of the year -- guaranteed to change the lives of men and transform the way women understand the opposite sex forever.
On his journey from AFC (average frustrated chump) to PUA (pick-up artist) to PUG (pick-up guru), Strauss not only shares scores of original seduction techniques but also has unforgettable encounters with the likes of Tom Cruise, Britney Spears, Paris Hilton, Heidi Fleiss, and Courtney Love. And then things really start to get strange -- and passions lead to betrayals lead to violence. The Game is the story of one man's transformation from frog to prince -- to prisoner in the most unforgettable book of the year.
If the conscious mind--the part you consider to be you--is just the tip of the iceberg, what is the rest doing? In this sparkling and provocative book, renowned neuroscientist David Eagleman navigates the depths of the subconscious brain to illuminate its surprising mysteries. Why can your foot move halfway to the brake pedal before you become consciously aware of danger ahead? Is there a true Mel Gibson? How is your brain like a conflicted democracy engaged in civil war? What do Odysseus and the subprime mortgage meltdown have in common? Why are people whose names begin with J more like to marry other people whose names begin with J? And why is it so difficult to keep a secret? Taking in brain damage, plane spotting, dating, drugs, beauty, infidelity, synesthesia, criminal law, artificial intelligence, and visual illusions, Incognito is a thrilling subsurface exploration of the mind and all its contradictions.
From one of the most innovative neuroscientists at work today, an investigation into the bias toward optimism that exists on a neural level in our brains and plays a major part in determining how we live our lives. Psychologists have long been aware that most people maintain an often irrationally positive outlook on life. In fact, optimism may be crucial to our existence. Tali Sharot's experiments, research, and findings in cognitive science have contributed to an increased understanding of the biological basis of optimism. In this fascinating exploration, she takes an in-depth, clarifying look at how the brain generates hope and what happens when it fails; how the brains of optimists and pessimists differ; why we are terrible at predicting what will make us happy; how emotions strengthen our ability to recollect; how anticipation and dread affect us; and how our optimistic illusions affect our financial, professional, and emotional decisions. With its cutting-edge science and its wide-ranging and accessible narrative, The Optimism Bias provides us with startling new insight into the workings of the brain.
THE INSPIRATION FOR THE MAJOR MOTION PICTURE THE EXPERIMENTER
“The classic account of the human tendency to follow orders, no matter who they hurt or what their consequences.” — Michael Dirda, Washington Post Book World
In the 1960s Yale University psychologist Stanley Milgram famously carried out a series of experiments that forever changed our perceptions of morality and free will. The subjects—or “teachers”—were instructed to administer electroshocks to a human “learner,” with the shocks becoming progressively more powerful and painful. Controversial but now strongly vindicated by the scientific community, these experiments attempted to determine to what extent people will obey orders from authority figures regardless of consequences. “Milgram's experiments on obedience have made us more aware of the dangers of uncritically accepting authority,” wrote Peter Singer in the New York Times Book Review. Featuring a new introduction from Dr. Philip Zimbardo, who conducted the famous Stanford Prison Experiment, Obedience to Authority is Milgram's fascinating and troubling chronicle of his classic study and a vivid and persuasive explanation of his conclusions.
In The Secret Life of Pronouns, social psychologist and language expert James W. Pennebaker uses his groundbreaking research in computational linguistics-in essence, counting the frequency of words we use-to show that our language carries secrets about our feelings, our self-concept, and our social intelligence. Our most forgettable words, such as pronouns and prepositions, can be the most revealing: their patterns are as distinctive as fingerprints.
Using innovative analytic techniques, Pennebaker X-rays everything from John McCain's tweets to the Federalist Papers. Who would have predicted that the high school student who uses too many verbs in her college admissions essay is likely to make lower grades in college? Or that a world leader's use of pronouns could reliably presage whether he will lead his country into war? You'll learn what Lady Gaga and William Butler Yeats have in common, and how Ebenezer Scrooge's syntax hints at his self-deception and repressed emotion in this sprightly, surprising tour of what our words are saying-whether we mean them to or not.
As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.
The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to:
• Brain-friendly product concepts, design, prototypes, and formulation• Highly effective packaging, pricing, advertising, and in-store marketing• Building stronger brands that attract deeper consumer loyalty
A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier―the human brain.
As he did in his award-winning book The Accidental Mind, David J. Linden—highly regarded neuroscientist, professor, and writer—weaves empirical science with entertaining anecdotes to explain how the gamut of behaviors that give us a buzz actually operates. The Compass of Pleasure makes clear why drugs like nicotine and heroin are addictive while LSD is not, how fast food restaurants ensure that diners will eat more, why some people cannot resist the appeal of a new sexual encounter, and much more. Provocative and illuminating, this is a radically new and thorough look at the desires that define us.